British Tourism Framework Review
At the request of the Secretary of State for Culture, Media and Sport, an industry-wide review was recently conducted to determine how VisitBritain should work with other agencies to deliver key outcomes for Britain’s tourism industry. VisitBritain has now developed a new, more focused strategy in line with the recommendations from the Review and to meet the challenge of attracting greater visitor numbers to the UK in the run-up to the London 2012 Olympic and Paralympic Games and beyond.
Essentially, we have had to ask and answer a question that every business has faced: “How do we add value?” By asking ourselves a series of tough questions and by listening to the views of a wide variety of stakeholders, we have developed a new, clearer role. With the new role defined, we believe that we are now in a better position to move forward as a business.
The Reports
Achieving the Full Potential of the Visitor Economy: Full Report
Deloitte/Oxford Economics Report: The Economic Case for the Visitor Economy
Investing in success: Heritage and the UK tourism economy
Building on work carried out for VisitBritain, the report shows that the size of the heritage-tourism sector is in excess of £12.4 billion a year and supports an estimated 195,000 full-time jobs – this makes the sector bigger than the advertising, car or film industries.
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